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While many competitors focus on multiple categories, 100 percent of BodyZone Apparel’s merchandise and sales consists of dancewear and clubwear. This niche has served the company well, according to president Ray Grden; it currently offers a basics line with over 60 styles in 11 colors, as well as 25 fashion groups, 12 boxed line styles and 18 dresses. “[Key to BodyZone’s success is that the company] is known for its superior quality, and started branding in the small niche market of dancewear basics,” Grden said. “Because of the direct feedback from the girls in the industry we were able to create a line of performance dancewear that was directly influenced by them. To this day BodyZone is branded within the industry as the one to go to for fit and quality.” He sees shiny fabrics with dimensional features like buckles, zippers and jeweled accessories as currently on-trend, while heavyweight fabrics and thin straps for waistbands are going out. In persistently popular styles, he sees “the basics in the dancewear category [as] always consistent and popular. While color palettes may change from time to time, black, white and red are still the strongest colors. [In best-selling styles], our basics line always performs well […] In the fashion and clubwear categories, the best-selling styles are the chain dress in black (4106), the shoulderless shimmer ring dress (4125), the fishnet and foil dress (4129), the Curiosity collection and the school girl skirt (4321).” For 2010, the company is introducing 12 new box line styles featuring “the popular” Jenny Poussin, a crotchless panty line, “and of course our newly released catalog featuring nine new dresses and three new fashion groups. They are already proving [to have] strong sales and have a medium to high price point, while the box sets will have a very competitive price point.” Since entering the market, Grden believes the industry has matured. “When I first started in the industry nearly 20 years ago there was not much offered in the way of commercially processed fashion,” He said. “Since it was a new market most of the choices came from inexperienced home sewers or very small factories with the owners doing much of the actual processing of garments. There was not a huge knowledge base for this kind of product. Today there are so many choices from experienced companies and that competition makes for a better product and consequently slicker marketing and distribution.”

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written by Amanda Torres Price published 2010-03-24 11:01:46

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